The 2007 Forrester Research Study just released through American Business Media simultaneously examined more than 800 marketers who operate in the business media space and 800 end-users to provide an assessment of the current state and value of business-to-business media.

In summary, the report finds that:

• Business decision makers (BDMs) are shifting to digital media use at a faster rate than B2B marketers are adopting this media

• Industry-specific media are more effective at reaching BDMs than general business media

• While each of the key industry-specific media demonstrates unique strengths, they are most effective when used together in an integrated manner

• Industry-specific media extend the reach and effectiveness of the B2B marketer’s sales organization

• B2B marketers plan to underutilize industry-specific media in their future spending compared to BDM’s expected use of these media

Download the presentation from the American Business Media website.

Highlights of the findings:

• In 2007, business decision makers rely heavily on digital media
  • 70% rely on industry-specific Web sites for their jobs. (#1 rank)
  • Over 60% visit industry-specific Web sites to enhance their B2B media experience. (#1 rank)
  • Over 75% have used or plan to use emerging media at work.
• Traditional industry-specific media remain highly relevant and valuable to BDMs – especially when compared to general media.
  • Over 60% use industry-specific media on the job – more than any other option.
  • Over 50% spend significant time with industry-specific B2B media. (3 hours or more with magazines, 5 days or more at tradeshows/conferences, 3 hours or more online)
  • Over 80% find industry-specific content and advertising highly engaging
• BDMs find industry-specific media invaluable for informing and validating their business purchase decisions and helping them do their jobs better.
  • 40% to 45% rely on traditional industry-specific media to validate purchase decisions – again, more than other options.
  • Industry-specific media (digital, magazines, events) rank in the top 4 for providing objective information BDMs trust, and they are in the top 3 choices for helping them grow their businesses and excel at their jobs
  • 64% of business decision makers visit the web site of an industry-specific business magazine that they read
• Over 85% of BDMs and marketers agree that B2B media are more effective when integrated together.
• Because they involve and engage BDMs, industry-specific media open doors for B2B sales and extend the reach of the sales organization.
  • Over 80% agree that product messages in B2B media make them more receptive to salespeople.
• B2B marketers underutilize industry-specific media in their current media mix. 
  • B2B media command less than 30% of the overall marketing program budget.
• B2B marketers also plan to underutilize industry-specific media in their future spending compared to how to BDMs will use it.  They will underutilize:
  • Industry-specific Web sites 8%
  • Industry-specific tradeshows and conferences 18%
  • Industry-specific magazines 9%